How might we ensure growth through deeper understanding of customers?
To win in a highly competitive market, a global QSR brand needed a more granular understanding of their customers’ needs. A new customer segmentation was required that also aligned with the commercial needs and plans for the business.
Sprout undertook a large-scale segmentation project across Australia and New Zealand. The new segments needed to be actionable and measurable. They needed to effectively identify the value pools to target and how to win in those value pools.
We fused qualitative research, immersions and large sale quantitative research.
The business and agency partners implemented the segmentation. It has been endorsed globally and will form the basis of marketing and experience activity for this brand across the region.